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Half the time they don't even try. It's the difference between the people who will post backstage pictures and Chris Jericho. Dude denies he's anywhere, no matter if it's true or not, and as such you're never a hundred percent sure about any rumor, especially since the IWC and the dirt sheets are constantly talking about when and where he might re-appear.
Half the time, you're going to be found out anyway but it will always happen if you don't even make the effort.
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